Meet the IIU's Behavioural Science Fellow: Laura French

Laura is a Behavioural Science Fellow at the Impact and Innovation Unit (IIU) within the Privy Council Office. She is embedded within Public Safety Canada to bring insights from behavioural science on how Canadians’ attitudes, beliefs, and motivations shape their perspectives on public safety.

Prior to joining the IIU, Laura was a postdoctoral fellow at Western University and Université du Québec à Montréal. Her research program focused on understanding the role of social norms in shaping attitudes and behaviours, with key areas of focus in political behaviour, the COVID-19 pandemic, and immigration.

She received a PhD in Psychology from Univeristé de Montréal in 2019.

What unique perspectives do you bring to this work, as someone entering the public service for the first time?

My background in social psychology equips me with a unique perspective on how our social environment—such as our relationships with friends and family, cultural norms, and national identity—shapes attitudes, beliefs, and behaviours. This understanding is particularly valuable in public service, where policies and programs must consider the complex interplay between individual motivations and societal influences.

This perspective allows me to anticipate potential barriers to policy adoption and to design policies and programs that resonate with diverse populations.

What attracted you to apply to the Fellowship program?

The world, including Canada, is facing significant challenges, such as climate change, decrease in institutional trust and rising crime rates. Addressing these important issues requires policies that are effective and pragmatic.

I was attracted to the program as I wanted to contribute to the development of policies that create meaningful and lasting solutions to the challenges Canada is currently facing.

Why do you believe government departments should embrace the application of experimentation and Behavioural Science?

Governmental decisions and policies have a direct impact on individuals’ lives. To govern effectively, it is crucial to understand not only the intended outcomes of policies but also how they influence individuals’ behaviors, choices, and well-being.

The application of behavioural science into policy provides governments with tools to gain these insights. By rigorously testing policies, programs, and interventions, governments can identify what works, for whom, and under what conditions. This minimizes reliance on assumptions and reduces the risk of unintended consequences. Hence, this ensure that policies are practical, efficient, and cost-effective.

Can you share an outcome from your past research(es) that has made you proud?

Social norms have long been recognized as a significant influence on behaviour. However, through my research, I have found that some individuals may perceive these norms as constraining. Perceiving social norms as constraining can prompt certain individuals to act in opposition to social norms, potentially undermining social cohesion.

This finding makes me proud as it brings nuance and depth to our understanding of how the social environment shapes human behaviour.